Teams often ask us where to start with multilingual websites. Below is the short version we share with mobile game studios preparing for Southeast Asia.
Maintenance
Assign an owner for each language. When the source page changes, flag translations as stale and update within a fixed number of days. Run a monthly crawl to catch broken alternates, missing pages and mixed-language templates.
Choosing a CMS and URL pattern
Subfolders such as /de/ or /ja/ are the simplest to maintain and inherit domain authority; subdomains suit teams that run separate stacks per market; country domains carry the strongest local signal but cost the most to run. Whichever pattern you choose, keep it consistent, avoid query-string language switches, and make sure the language selector links to the equivalent page rather than the home page. For mobile game studios, WordPress or a headless CMS with a translation plugin is usually enough for the first three languages.
Ads and landing pages in the same language
If your campaigns in Southeast Asia run in the local language but the landing page is in English, conversion drops and ad review may flag the mismatch. Plan translations around campaign calendars, translate the offer, form labels and error messages, and test the checkout in that language. AI assistants also quote the language version that matches the question, so a complete local page helps GEO as well.
hreflang and URL structure
Use one URL per language version, link each version to all others with hreflang, include return tags, and set an x-default. Avoid automatic IP redirects that hide versions from crawlers. Our guide covers common errors: hreflang and multilingual SEO guide.
Local trust signals
Visitors in Southeast Asia look for local payment methods, currency, delivery or support hours, and reviews in their language. Add these before you add more languages. Trust signals affect both conversion and how AI assistants describe your company in that market.
Translation workflow
Machine translation is a fine first draft; a native reviewer should still check headlines, pricing, legal pages and calls to action. Keep a glossary of product terms so every page uses the same words. Version the glossary and share it with ad copywriters so ads and landing pages match.
Plan languages by market, not by habit
For mobile game studios, the first translated version should follow revenue potential and ad plans. If your next campaigns target Southeast Asia, translate the pages those ads land on first: home, product, pricing, checkout and support. A site that is half translated converts worse than a smaller site that is fully translated.
Summary
Keep the plan small, written and measurable. Start with the basics above, review after 30 days, and expand what works.
Written by the PandaWM team in Hong Kong. PandaWM helps overseas-facing companies with GEO / AI search visibility, ad account opening and management on Facebook, Google, TikTok and about 20 smaller networks, multilingual websites, AiChatSale and a crypto payment gateway that serves overseas merchants only.